What Adobe’s Omniture Acquisition Really Means?

Adobe buys OmnitureOkay, so I absolutely know how fancy the Data is and so more fancier is the content development platform (Adobe) joining hands with a major web-measurement company (Omniture).

$1.8 billion so that now we can mix Art with Numbers and screw that bit as well. Creative Team Shalt not Be Spared.

Josh James said the deal will allow creatives to integrate measurement into the front end of the ad-creation process and that marrying the two companies would improve content engagement, ad effectiveness and the overall user experience that’s driving the shift of ad dollars from offline to online.

For whatever that means…

Ok so Josh James probably was not aware that any reasonably good flash developer could and is been doing this  for ever now. All s/he ever wanted to know was ‘What do you want to track and how do you want it to show up in the reports?‘ and it was fixed in accordance using Guess What? A FREE Analytics tool – now you must have heard of Google! if not others. I am still trying to figure out as to how to react to you saying which said it will improve the User Experience. Till then just know that these banners are like Noise, they always affect (more or less) the User Experience.

Measuring Ad effectiveness (?) smart enough shall cater to age old problem as was quoted by John N. Wanamaker, ‘half the money I spend on advertising is wasted… the trouble is I don’t know which half‘.

Great!

But then what are we really measuring? The CTRs? and that’s where party for you really gets over. I mean you really are approaching the new media with a very old thinking. So it’s going digital for you without getting Digital.

But that’s beside the point. What you need to know is that the Ad Servers were always facilitating this type of thinking – so we would choose  ad server basis the analytical objectives and delivery strategies (different ad servers offering different delivery, analytical and optimization solutions), and make creative to suit.

Sure anything that can be measured more effectively, can definitely be managed/manipulated more effectively and so optimized to increase the overall performance and give better ROI. confused

Having said that I am really failing to understand that ‘how do you apply analytic to something that has not been created and published yet?‘ So is it really a afterthought or is not?

Omniture toolset is designed for after-the-fact analytics, so how does this help?

I am completely confused hearing what Adobe President-CEO Shantanu Narayen meant when he said ‘For creatives, that means metrics can’t be an afterthought; they’ll need to be part of the content-creation process from the beginning’?

P.S.: Congratulations! I am really looking forward to Art Directors (who already are struggling to keep up with Flash) to be told that now he also needs to tend to the tracking of a campaign while he’s tweaking an action script 🙂

Anubhav Sharma
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